Radio showmanship (Jan-Dec 1946)

i^ir^f K/PDIE '^Uiur^ • (Above) . . . Jeanne Drake Johnson as Aunt Jeanne cuts the birthday cake. • (Right) . . . Fun for all at Kiddie Karnival, aired weekly over WEBC, Duluth, Minn. gram by WEBC: in October, 1944, the Kiddie Karnival has been sponsored since February 10, 1945, by the Duluth Universal Milling Co. and the Bridgeman-Russell Co. and United Dairies OF Duluth. In addition to advertising the sponsors' prodticts, the program serves another function in that it affords talented children of the Duluth-Superior area an opportunity to appear in public and gain recognition. That these objectives have been realized is evidenced by demand for items specifically promoted on broadcasts and by numerous requests for various performers to appear at meetings, school assemblies and the like. Master of ceremonies for the Kiddie Karnival is Earl Henton, who also delivers the commercials. He is assisted by Aunt Jeanne (Jeanne Drake Johnson) who participates in commercials and handles birthday greetings. As an added feature, the station provides a handsomely decorated birthday cake every Saturday for those youngsters who are marking their anniversaries that day. Following the broadcast, all those in the studio audience receive souvenirs and an ice cream treat supplied by the sponsors. Auditions for the day's program, which goes on at 10:30 A.M., start at 9 A.M. i'alent is selected by Henton and John Kleive, VVEBC's music director, who also plays organ accompaniments for many of the young artists. During the summer months, when studio atlendante normally falls oil, attendance and listener interest were sue cessfuUy stimidated by giving away five puppies by means of drawings during ihe program. All children who wantecl to be eligible for the drawings were required to std3mit letters signed by a parent indicating that they could accept a dog if they won. Not only was the response gratifying, but in almost every case the letters mentioned the sponsors and their products, although this had not been requested. As a special featiux for Christmas, the sponsors and WEBC planned a studio party, complete with Santa Clans, Christmas tree and gifts for all the children who attended. Promotion for the program includes a liberal use of air plugs early Saturday mornings, bus cards and letters to grammar school teachers in Duhuh and Superior, and window displays. According to William P. Majo, vice president of the Duluth Universal Milling Co., who is acting for Dudley Russell, president and now on leave from the company as a Commander in the Navy, "The Kiddie Karnival fulfills the dual purpose of creating consumer demand for the firm's prodtict by attracting and maintaining an ever-increasing regular audience and of serving the ptiblic by providing a mediiun for children to gain experience and confidence in performing in public." FEBRUARY, 1946 • 49 •